Clare Balding: Sponsorship and World Cup key to growing rugby league

New Rugby League president Clare Balding has predicted the 2021 World Cup will be the catalyst to transform women's rugby league in the UK.

England will host the tournament next year, the first time the men's, women's and wheelchair events will be held at the same time in the same country. The men's and women's finals will both be played at Old Trafford on 27 November.

“2021 can make as big a difference for rugby league, in the same way the World Cup did for women’s football," said Balding, who has replaced former England and Arsenal star Tony Adams as president for the next two years.

Getting more girls playing the sport in schools - particularly outside rugby league's traditional heartlands of Lancashire and Yorkshire - as well as attracting more sponsorship are key to growing the game.

“There are chances for the women’s game to maybe get sponsors the men’s game wouldn’t be able to," the broadcaster added.

"Instead of going down those traditional routes of betting or alcohol companies, I’d hope there’s a chance for women’s rugby league to sell a certain message.

“We should have a brainstorming session and talk about specific companies that we know are trying to appeal to a female customer base and say, ‘This is not only something where you can get your name out there but your customer base will see that and think, This is a good decision'."

Balding wants rugby league to look at what has worked for other women's sports. “You’ve got to get the financials right, that’s why women’s tennis has traditionally been so successful. They got a sponsor on board and that’s what gave them credibility – money talks and it always will.”